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PR Theory and Plan Writing
- 1. J4/554 – Theory & Writing the Plan January 28, 2010 ©Margy Parker
- 17. Theory: Supports Plan Objectives
Editor's Notes
- Prediction: Isac Newton – theory of gravity – what goes up must come down (super simplified.) Einstine’s theory of relativity: E = mc2. If you have any mass, you have an associated field of energy PR Theory predicts the relationship between your recommendation and its outcome. If you recommend that your client find a famous spokesperson for their product, the elaborated likliehood theory will predict that the awareness for the product and the desire to use it will increase.
- Situational Theory is used to examine/monitor/assess relationships with stakeholders, and their influence on an organization. An open organization depends on other organizations to provide feedback information. A closed organization doesn’t rely on feedback. Takes a look at interdependence between departments, or stakeholders considers the way they relate and then considers channels for communications. PR People become boundary spanners – monitor relationships and make recommendations for improved communication. A way to look at relationships and their effects. Can be used internally or externally
- Predicts how active and involved or passive and not involved people will be Actively seek information or actively seek participation are more likely to be engaged.
- Is a reward necessarily something tangible?
- How would media influence us to acquire a behavior?
- Situational Theory assumes that people actively think about something if the constraint recognition is low. In Elaborated Likelihood, suggests that people can be influenced by peripheral routes. S Examples? Famous person Word of mouth A coupon in the mail Samples
- Just because a message is available, doesn’t mean a person is going to receive it. Each person chooses their own type of media for their own reasons. So messages need to be conveyed through multiple ways. Example?
- Cannot tell people what or how to think, but you can tell them what to think about. The media can set the agenda.
- EXAMPLES OF EACH?
- What is secondary research?
- What is secondary research?
- WHAT YOU WANT THE ULTIMATE CONDITION TO BE COULD BE FOCUSED ON THE CLIENT OR THE AUDIENCE RECOGNIZED, SERVING SUPPORTING XPANDING REGARDED BY SEEN BY OR AS INCREASING APPROACHING BE PREFERRED BE POPULAR BE AWARE RECOGNIZED,
- Who - what group of people DESCRITPION CHARACTERISTICS? WHY IMPORTANT TO THE GOAL?
- SO THAT! TO PROVIDE THE MEDIA WITH APPROPRIATE MATERIALS CONVEYING KING ESTATE’S ENVIRONMENTAL AND SUSTAINABLE PROGRAMS SO THAT ……
- What is the difference between strategies and a tactic Would creating a Web site be a strategy?
- NOT JUST FOR COUNTING THINGS – ITS TO SAY HOW ITS WORKING IF YOU WERE MEASURING THE AMOUNT OF PRESS RECEIVED BY CVALCO ABOUT ITS UPCOMING CONTEST, WHAT ELSE WOULD YOU MEASURE BESIDES PRESS CLIPS, WHAT WOULD YOU LOOK FOR IN THOSE PRESS CLIPS? Ability to evaluate moves the PR professional from technician (able to do the tasks) to managing relationships and making key decisions/recommendationsAbility to evaluate supports accountabilityEvaluate requires informal and formal researchGood evaluation turns PR from rhetoric to a scienceRACE model (research action communication evaluation, leads to next RACE. Evaluation s/b conducted from the beginning. Evaluate the input (the decisions that go into creating a communication materials or events), the output - measuring the impact of materials or events, and the outcome - whether there was a behavioral change. Then this is used to formulate future plans. The evaluation, in effect becomes strategic in the planning role.Evaluation is based on having measurable objectives and sub-objectivesHas to evaluate a wide range of communication channels and relationshipsEvaluation goes beyond counting, it delves into the differences and quality. # of press clips, where positioned, length of article, angle of article, any comments (if online) gist of commentsContent AnalysisCustomer surveys or interviewsQuality of attendance increasesFollow-upGood evaluation leads to inclusion in management decision making.
- WHAT IF THE CLIENT HAS SAID THERE’S NO BUDGET. INCLUDE A GRANT WRITING PROGRAM, KEEP YOUR COSTS SMALL
- Ability to evaluate moves the PR professional from technician (able to do the tasks) to managing relationships and making key decisions/recommendations Ability to evaluate supports accountability Evaluate requires informal and formal research Good evaluation turns PR from rhetoric to a science RACE model (research action communication evaluation, leads to next RACE. Evaluation s/b conducted from the beginning. Evaluate the input (the decisions that go into creating a communication materials or events), the output - measuring the impact of materials or events, and the outcome - whether there was a behavioral change. Then this is used to formulate future plans. The evaluation, in effect becomes strategic in the planning role. Evaluation is based on having measurable objectives and sub-objectives Has to evaluate a wide range of communication channels and relationships Evaluation goes beyond counting, it delves into the differences and quality. # of press clips, where positioned, length of article, angle of article, any comments (if online) gist of comments Content Analysis Customer surveys or interviews Quality of attendance increases Follow-up Good evaluation leads to inclusion in management decision making.